Marketing Mistakes and Successes 12th Edition Hartley Solutions Manual
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Marketing Mistakes and Successes 12th Edition Hartley Solutions Manual.
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Product details:
- ISBN-10 : 9781118078464
- ISBN-13 : 978-1118078464
- Author:
This best-selling casebook, now in its 12th edition, presents a series of real-life scenarios, packed with practical tips, insider insights, and marketing advice. In an engaging, conversational style, each story provides detailed analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes.
As a supplement or main text, this book can be used in a variety of courses, both undergraduate and graduate, ranging from introduction to marketing, marketing management and strategic marketing. Adopt the whole book, or choose the cases that best fit your syllabus through a simple three-step process in Wiley Custom Select. Visit customselect.wiley.com to get started.
Table of contents:
CHAPTER ONE: Introduction
PART ONE: MARKETING WARS
CHAPTER TWO: Cola Wars: Coke vs. Pepsi
CHAPTER THREE: PC Wars: Hewlett-Packard vs. Dell
CHAPTER FOUR: Airliner Wars: Boeing vs. Airbus
PART TWO: COMEBACKS
CHAPTER FIVE: McDonald’s: Rebirth Through a Low Growth Strategy
CHAPTER SIX: Harley-Davidson: Building an Enduring Mystique
CHAPTER SEVEN: Chrysler: Merger Problems and Recovery
PART THREE: MARKETING MANAGEMENT MISTAKES
CHAPTER EIGHT: Newell’s Acquisition of Rubbermaid: An Unbelievable Disappointment
CHAPTER NINE: Kmart and Sears: A Hedge Fund Manager’s Disaster
CHAPTER TEN: Euro Disney: Bungling a Successful Concept
CHAPTER ELEVEN: Borders: Too Comfortable with Its Comfy Bookstores
CHAPTER TWELVE: Maytag: A Sales Promotion Debacle in England and the
CHAPTER THIRTEEN: Borden: Letting Brands Wither
CHAPTER FOURTEEN: United Way: Damage Control for a Nonprofit’s Image
PART FOUR: ENTREPRENEURIAL ADVENTURES
CHAPTER FIFTEEN: Google: Will an Entrepreneurial Giant Continue to Rule?
CHAPTER SIXTEEN: Starbucks: Can a Model of Growth Reinvent Itself?
CHAPTER SEVENTEEN: Boston Beer: Is Greater Growth Possible?
PART FIVE: ETHICAL MISTAKES
CHAPTER EIGHTEEN: Merck: The Vioxx Catastrophe
CHAPTER NINETEEN: MetLife: Deceptive Sales Practices
CHAPTER TWENTY: Toyota: Accelerating Problems
PART SIX: NOTABLE MARKETING SUCCESSES
CHAPTER TWENTY-ONE: Southwest Airlines: Is It Still the King of Cheap Flights?
CHAPTER TWENTY-TWO: Nike: Is It an Unassailable Powerhouse Brand?
CHAPTER TWENTY-FOUR: Conclusions: What We Can Learn
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